Commercial Integrator March 2023 - 59

points out, " You can't read paper posters
at night, even if the lights are on within the
store, because the posters aren't backlit
unless they're in a light box. " He adds that
many retailers don't realize how much
visibility they lose at nighttime. " All those
promotions, wall and window graphics, "
Black adds, " no one can see them. "
In-Store Gamification
When it comes to in-store shopping,
engagement is the name of the game.
Bluewater's Schoeneberger states, " We're
seeing lots of different interactive surfaces,
along with programming to provide
unique experiences. " That engagement
could even extend to using a mobile
device to change the lighting or music in
a retail environment. With Glass-Media's
Mobile Remote technology, it becomes
possible, by scanning a QR code on a
screen, to use your mobile phone as a
remote control. " Without any apps to
download, you can have a personalized,
one-on-one experience with a digital signage
activation, " Black says. With that, he
underscores the imperative for integrators
to combine digital tools and physical merchandise
in a way that creates compelling,
unique experiences for shoppers.
Stores are clearly keen to work more
digital technologies into their customer
experiences, but that entails using
more bandwidth, which introduces new
challenges. " Protecting bandwidth is very
important to retailers, " Black says. " That's
why they're not 'gung-ho' about infusing
new technologies and then figuring
out how to streamline the bandwidth to
ensure that it's not...slowing down their
point-of-sale system, or the reliability and
stability of their existing network, or even
their Wi-Fi guest network. When people
join the guest network, if it's slow, it's a
bad customer experience. "
Pushing Through to Finish
One of the biggest challenges in the retail
space is pushing projects through to the
finish line, Schoeneberger acknowledges.
With many stakeholders in the retail space
- from executives, to merchandising specialists
who focused on the store layout,
commercialintegrator.com
Integrators' mission today is to combine digital tools and physical merchandise in a
way that creates compelling, unique experiences that attract and convert shoppers.
to planning and marketing teams - it can
get a bit tricky. " You'll have a great idea
or concepts you present [and the client]
will be initially excited about it, but it gets
pared down to something smaller, easier
to deploy or a better price point, " he says.
" A plan for a large videowall might turn
into an 85-inch display or a single display. "
Black underscores that point, saying,
" Capital expenditure management drives
retail performance. However, retailers
often struggle to make the necessary
investments in technology at scale due
to budget constraints leading to incredibly
tech forward flagship stores and not
much else. " Retailers, seeking to offset the
initial outlay to integrate digital signage,
are beginning to realize the potential of
monetizing their in-store displays. Store
partners and allied brands can utilize
in-store digital-signage networks to advertise
to specific customer demographics
and achieve sales lift.
Many retail clients can also fall victim to
" shiny-object syndrome. " Holographic displays,
for example, are very cool, Schoeneberger
acknowledges. But he cautions that
they're not a good fit for every retail client.
In recent years, people's expectations for brick-and-mortar shopping have been
elevated dramatically. Now, shoppers demand customized experiences like this.
MARCH 2023 Commercial Integrator 59
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Commercial Integrator March 2023

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